Building Fan Engagement through Merchandise

The Challenge

As an artist with a passionate and digitally-native fanbase, girl in red wanted to enhance traditional merchandise and create deeper connections with fans. The challenge was finding a way to bridge the physical and digital worlds in a meaningful way that reflected her unique artistic vision and strengthened the bond with her audience.

The Solution

All Time Classic worked with girl in red to integrate TapCards into her merchandise strategy. Each TapCard connected fans to an exclusive digital experience that extended beyond the physical product.

The TapCards provided fans with:

• Exclusive behind-the-scenes content that couldn't be found anywhere else
• First access to new music, merchandise, and tour announcements
• A direct channel to engage with girl in red's artistic universe

The Implementation

The TapCard integration was implemented across multiple merchandise items, creating a cohesive ecosystem of physical products enhanced with digital experiences:

The Results

• Significant increase in average merchandise value
• Higher engagement rates compared to traditional social media
• Valuable first-party data and insights into fan preferences
• More direct and meaningful connections with her core audience

Key Learnings

• Digital experiences can significantly enhance the value of physical merchandise
• Fans are willing to pay a premium for exclusive content and experiences
• TapCards create a direct artist-to-fan channel that bypasses algorithm-driven platforms
• The physical-digital hybrid approach aligns perfectly with how Gen Z fans consume and interact with music and artists